Carolina Patiño Martínez
About Carolina Patiño Martínez
Carolina Patiño Martínez serves as the Central America Area Manager at Brown-Forman, where she leads a team of over 11 distributors and manages a portfolio of brands across multiple markets. Her extensive experience includes roles in marketing and brand management at companies such as Bacardi, BMW Group, and L'Oréal.
Current Role at Brown-Forman
Carolina Patiño Martínez serves as the Central America Area Manager at Brown-Forman since 2019. In this role, she manages a portfolio of brands across multiple Central American markets. Her responsibilities include focusing on volume sales and brand profit growth. She leads a team of over 11 distributors, emphasizing brand management and commercial leadership. Carolina collaborates closely with various supporting functions such as Marketing, Finance, Legal, Credit, and Customer Service to achieve business objectives.
Previous Experience at Bacardi
Carolina worked at Bacardi in various roles from 2014 to 2018. She served as a Customer Marketing Manager for Tequila Patrón from 2016 to 2018, based in Pembroke, Bermuda. Prior to that, she held the position of Customer Marketing for Premium Brands for six months in 2015. Her experience at Bacardi involved trade and consumer development, focusing on enhancing brand presence in the market.
Professional Background in Marketing
Carolina has a diverse background in marketing, having worked with several prominent companies. She was a Luxury Boutiques Purchasing Analyst at El Palacio De Hierro for one month in 2014. Additionally, she worked at William Grant & Sons as a marketing professional for Hendrick's Gin from 2014 to 2015. Her experience also includes roles at L'Oréal, where she was a Product Manager for Kérastase and L'Oréal Professionnel from 2011 to 2013, and a Sales Representative for Kérastase from 2010 to 2011.
Education and Academic Background
Carolina studied Marketing at Universidad Latinoamericana, S.C. from 2007 to 2010. This educational background provided her with foundational knowledge and skills that she has applied throughout her career in various marketing and management roles.
Experience at BMW Group
Carolina worked at BMW Group as an Advanced Sports and Experiential Marketing Specialist for eight months in 2018 in Munich, Bavaria, Germany. In this role, she contributed to marketing strategies that enhanced brand engagement and customer experience.